Effectual Entrepreneurship, Third Edition
Practically Speaking
An Overwhelming Urge
On the hunt for yoghurt and cheese, two women create the first buffalo dairy in Laos, which also improves local incomes.
Entrepreneur: Susie Martin
Entity: Laos Buffalo Dairy
Country: Laos
Pages 105-107 in
Chapter 7 Opportunities Are Created as Well as Discovered (pp. 97-110)
"According to her husband, Susie Martin "has an overwhelming urge to eat cheese." Susie admits this, stating "Because looking for cheese is my life's mission, I called my daughter 'Brie', like the cheese, so I kind of like it."
Did You Say "Cheese"?
When Susie, her husband Steven, and a friend, Rachel, moved to the Luang Prabang region of Laos (recognized for its blend of traditional and European colonial architecture) to run a guest house, they insisted on including cheese and yoghurt on the menu.
With over 700,000 buffalo in Laos, Susie became excited at the prospect of buffalo curd, a type of yoghurt, which she had enjoyed previously in Sri Lanka. But she was in for a surprise, as she tells the story: "We wanted to serve guests fresh curd in the morning. I asked a local farmer if we could buy milk from their buffalo, and they looked at me like I was mad."
Under Construction: Join Us in Co-Creation!

Video Resources
References & Links
- How Starbucks Became An $80B Business—YouTube. (n.d.). Retrieved April 20, 2025, from https://www.youtube.com/watch?v=XUBeH7VQaFY&t=50s
- Howard Schultz. (n.d.-a). Schultz Family Foundation. Retrieved April 20, 2025, from https://schultzfamilyfoundation.org/team-member/howard-schultz/
- Howard Schultz. (n.d.-b). Forbes. Retrieved April 20, 2025, from https://www.forbes.com/profile/howard-schultz/
- Howard Schultz. (2025). In Wikipedia. https://en.wikipedia.org/w/index.php?title=Howard_Schultz&oldid=1285405168
- Howard Schultz: An Overview of the Entrepreneur’s Career - 2025. (n.d.-c). MasterClass. Retrieved April 20, 2025, from https://www.masterclass.com/articles/howard-schultz-life-and-career
- hpeiper. (2018, September 4). Schultz to young entrepreneurs: ‘It can happen for you’. Starbucks Stories EMEA. https://stories.starbucks.com/emea/stories/2018/bocconni-university/
- Starbucks CEO Howard Schultz: How to Be Strategic Thinkers | Inc. - YouTube. (n.d.). Retrieved April 20, 2025, from https://www.youtube.com/watch?v=Q5Djl9_Xc3w
- Starbucks’ CEO Talks Business—YouTube. (n.d.). Retrieved April 20, 2025, from https://www.youtube.com/watch?v=83yInyY1KLs&t=152s
- Starbucks’s Howard Schultz: From Coffee Entrepreneur to Three-Time CEO. (n.d.). WSJ. Retrieved April 20, 2025, from https://www.wsj.com/story/starbuckss-howard-schultz-from-coffee-entrepreneur-to-three-time-ceo-439768fc
- Taylor, K. (2017, December 13). From Brooklyn to Billionaire: The Story of How Howard Schultz Transformed Starbucks Into an $84 Billion Business. Inc. https://www.inc.com/business-insider/howard-schultz-chairman-former-ceo-starbucks-successful-billionaire-coffee.html
- The Man Behind Starbucks Reveals How He Changed the World—YouTube. (n.d.). Retrieved April 20, 2025, from https://www.youtube.com/watch?v=LnA7n9qSB7E&t=255s
.png?width=200&height=82&name=Effectuation%20Extended%20Logo%20(200%20%C3%97%2082%20px).png)